I’m not a Dunkin’ Donuts fan, for a number of reasons which I won’t elaborate. I will readily admit, however, that I’m a fan of their marketing, which from their storefronts to their broadcast work, is completely consistent and beautifully executed.
I came across their Dunkin’ Run web site via Idea Sandbox, and once again I’m blown away. This is so perfect in every way, it resonates.
First of all it’s simple. It’s immediately recognizable. It adds three new icons consistent with their “America runs on Dunkin” “vocabulary”.
But here are the most brilliant parts: It simplifies large orders, both for DD and the customers. I repeat, large orders. It makes the “Runner” a hero. (By the way, is there a way for everyone to treat the runner?) Most importantly, it makes a return trip to Dunkin’ Donuts, not merely an event for the office or group, which in and of itself is admirable, but into a ritual, with all the emotional connections and memories that come with it.
(Plus, there’s an iPhone App with the same functions as the web site.)
So, the question for today is: how can we apply this love and care to our own products and services, entrenching our brands and our relationships with our customers? In this day and age, it’s survival.
Reply or Discuss